The Future of Direct Mail
The potential of emerging digital marketing tools is still largely unrealized, but current applications are disrupting the status quo and have huge potential for the future of marketing.
Incorporating these new tools into your marketing can lead to big gains. In its report on the future of direct mail, SG360° found that 81% of respondents use emerging tech to optimize direct mail while a USPS survey reports that users have seen more web traffic (68%), higher response rates (63%), ROI growth (60%) and a surge in leads (53%)
Although many of these tools are still emerging and not in widespread use, they may be the drivers of tomorrow’s direct mail campaigns:
Digital to Direct Mail – dynamically printed, personalized messaging triggered by digital interactions (e.g., an online form filled out).
Video in Print (ViP) – video advertising integrated into printed mail pieces and featured in print catalogs or mailers.
Enhanced Augmented Reality (AR) – immerse users in interactive experiences with mailers relating to products/services; layer animation or 2D/3D digital graphics over real-world surroundings and trigger action with a smartphone camera.
Virtual Reality (VR) – use technology to create real or simulated environments that artificially generate sensory experiences including sight, sound and touch.
Mixed Reality – combine augmented and virtual technologies to create immersive experiences including sight, sound and touch.
Near-Field Communications (NFC) – a small chip embedded into a mailer can be recognized by NFC-enabled devices like smartphones or tablets. Placing devices near the chip opens the video, website or other content.
Integration with Voice Assistants – due to the explosion of home voice assistants, this technology allows users to interact with their smart device with a specific command to receive product or service information.
Although many of these technologies may seem overly futuristic, technology advances at an ever-faster rate today, so keep your eye on these emerging tools. They may be among tomorrow’s indispensable marketing tactics.